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LG, Samsung start selling curved TVs in US -- just $15,000

  • LG curved TVs.jpg

    July 23, 2013: The new LG Curved OLED HDTV, the first of its kind in the U.S., goes on sale today.LG Electronics USA

  • LG curved TVs 1.jpg

    July 23, 2013: The new LG Curved OLED HDTV, the first of its kind in the U.S., goes on sale today.LG Electronics USA

  • LG curved TVs 2.jpg

    July 22, 2013: Tim Alessi, director of new product development LG Electronics USA, announces the first U.S. availability of LG's OLED HDTV on sale beginning today at the Magnolia Design Center in Best Buy.Craig Lassig/Invision for LG-One/AP Images

Flat screens have been a selling point for TVs for more than a decade. Now, LG and Samsung are making a selling point of screens that are not flat.

The two Korean electronics companies are launching TVs in the U.S. this week that have concave screens, where the middle bends away from the viewer. That's the opposite of the convex bulge of the old cathode-ray tube TVs. The idea, the companies say, is to envelop the viewer

The sets have a suggested price of $15,000. LG's set will be sold in some Best Buy stores. Samsung's will be sold by specialty stores.

The curved sets are made possible by a technological breakthrough -- the picture is formed a thin, bendable layer of organic light-emitting diodes.